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Building A Culture Of Success In The Affiliate Channel


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This presentation is from Affiliate Summit East 2018 (July 29 - July 31, 2018 in New York).

Session description: Building an affiliate channel from scratch can be lucrative, but it isn’t easy. This session examines best practices in both advertiser and publisher techniques honed in Myers’ tenure in the space.

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Building A Culture Of Success In The Affiliate Channel

  1. 1. Building a Culture of Success in Your Affiliate Channel BRANDON MYERS – AFFILIATE TINDER
  2. 2. Who the heck is this guy? •Bachelors Degree in Rhetorical Theory •Builder of 3 Affiliate Channels at,, and •SEO/Affiliate Brand Consultant for •Owner of and @AFFILIATETINDER
  3. 3. Agenda 1) Why Should You Invest in Affiliate Marketing relationships? 2) 5 C’s of Affiliate Culture ◦ Curation ◦ Conversation ◦ Collection (Data) ◦ Collaboration ◦ Closing 3) Closeout/Q&A
  4. 4. Why Should You Invest in Affiliate Marketing Relationships? Affiliate Marketing harnesses some of the strongest elements of psychology. Brand voice is enhanced and also different when using third parties, but you can control some of it. Affiliate Marketers are the equivalent of the modern day sales force, especially for B2C products. When optimized, there is no other system in the world like it. Everyone wins.
  5. 5. 5 C’s of a Good Affiliate Marketing Culture Curation Conversation Collection (Data) Collaboration Closing
  6. 6. Curation Curation is defined as “assembling, managing and presenting some type of collection” and is a vital part of the affiliate marketing process. We know it better as recruiting. No matter how big your network is, you should always be refilling your pipeline with fresh publishers. Effectively Curating Requires: • Recruiting Cadence • Lead Generation • Sales Outreach • Negotiation
  7. 7. Conversation The goal of Conversation in Affiliate Marketing is the act of having dialogue, hopefully in person, with an existing partner in an effort to make the relationship stronger. Conversation should be had on a regular basis. It’s key to building the trust and effectiveness in the relationship. Effectively Having Conversations Requires: • Listening • Asking questions • Elaborating on common ground • Taking notes
  8. 8. Collection (Data) Collection of data is a vital point in a successful affiliate channel. Unlike Adwords or Facebook, there is no control over the datasets that our affiliates use unless they voluntarily share them. We are often blind to the effectiveness of 3rd party properties. Advertisers typically miss ½ of the conversion funnel. Data shares give us 100% of the picture but have to be earned. They require a good relationship and you must be working for the good of the affiliate. Effectively Sharing Data Requires: • Effective tracking system • Trust • Ethics • Transparency • Optimization that justifies the request
  9. 9. Collaboration Collaboration is the most rewarding step in affiliate marketing. Once you’ve recruited, built rapport, and shared data with your prospect, it’s time to start optimizing your funnel as a team. Collaboration is making changes based on stimuli seen on both sides of the funnel. This could be as simple as a graphic change or as complex as a unique landing page. Effectively Collaborating Requires: • Honesty around results • Shared exuberance to test and get better • Trust
  10. 10. Closing Closing is a step that is often missed in the affiliate culture of success. As an advertiser, we control 100% of how the user interacts with our purchase page. Once the click is passed to us, it is our job to do the best we can to close the lead. Every affiliate publisher deserves their own unique purchase page for optimal results. If you’ve done the first 4 C’s, it’s likely that you’ll know what the publisher needs to convert because you’re engaged with them consistently. One site doesn’t fit all and we waste money every day we don’t think like this. Effectively Closing Requires: • Knowing your Customer • Knowing your Affiliate • Constant Testing • Technical requirements
  11. 11. Conclusions The 5 C’s aren’t very present in modern affiliate marketing, instead we worry about fraud. • The ease of the network space has given way to mass acceptance models for advertisers. The fraud prevention industry has also risen to all time highs. This is evident of the lack of seriousness most advertisers put into recruiting new publishers of quality. • Mass accepting costs us more money than harboring new relationships. We’re spending more time preventing fraud and kicking people off networks than improving our techniques and drawing valuable insight from hand curated partners. • Fewer affiliates and better relationships is the answer (think Jerry Macquire).
  12. 12. Questions?